Valter Klug

Attention is the new currency. Get the playbook behind how top agencies are cashing in on conversions: https://lnkd.in/e98CiTyw High-performing teams are breaking down silos, integrating stacks, and aligning brand with performance to drive consistency across the funnel. Download our latest research report to see how top marketers are shaping their conversion strategies: https://lnkd.in/e98CiTyw

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Stop outspending !! Start out-understanding your audience. My top 3 Takeaways from the 2025 Creative Impact Report ADWEEK | Tilde Herrera 1. The Impact Gap: Spending 33% More for 20% Less Results .. Ridiculous !! Marketing spend jumped 33%, but purchase intent grew only 17%. Through 2025, the gap widened to 20% less impact since 2023. The core problem? Brands don't know who their audience is anymore, burning budgets on strategies with zero ROI. 2. Win or Die: Emotional Connection + Cultural Relevance = Survival With two-thirds of businesses facing boycotts tied to social movements, playing it "safe" is the riskiest move. The brands winning today master two things: emotional connection and cultural relevance. Know what you stand for, or watch your audience walk away. 3. AI Isn't About More Content - It's About Better Content .. Period !! 56% of creatives say AI can make work more emotionally relevant. The trap? Using AI to flood feeds with mediocrity. The opportunity? Creating emotionally resonant work that actually cuts through the noise in an oversaturated market. The bottom line ? Stop outspending. Start out-understanding your audience. https://lnkd.in/g-kDWWDB

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B2B teams are pulling back on agencies before anything else. Budgets for ads tools and events stay. Slide decks don’t. CMOs are done with theory. They want momentum immediately. 👉 If you’re not creating real output from day one, you’re replaceable.

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📈 Retail Media in LATAM: The Commerce Disruption 🛒 Retail Media is the fastest-growing advertising category, with a projected market value exceeding $160 billion globally in the coming years (according to eMarketer/Insider Intelligence). In Latin America, this trend is rapidly gaining traction, transforming retailers into powerful publishers with players like Amazon Ads, Rappi Ads, OXXO Retina Media, Cencosud Media, Walmart Connect, Mercado Ads, Uber Advertising, and Magalu Ads, and with room for others that already have a significant retail presence. 💰 Currently, Mexico and Brazil concentrate the largest investment, representing over 80% of #RetailMedia spending in LATAM. The projection for the region shows a Compound Annual Growth Rate (CAGR) exceeding 20% in the next 3-5 years. Firms like GroupM and Boston Consulting Group (BCG) signal this growth, driven by the increasing need for First-Party Data amidst the disappearance of cookies. The value lies not just in selling ads, but in the operational margin it generates, offering a new source of high-margin revenue for retailers. How Has Retail Media Gained Traction and Grown? 🚀 They started with search ads (Onsite) but have rapidly expanded into Display (Offsite), extending the retailer's data across the web for retargeting and prospecting. They provide transactional data (First-Party Data)—verified information on actual purchases and purchase intent—which is superior to generic navigation data. They offer the unique ability to measure Return on Investment (ROI) directly by linking ad exposure to the sales closing, whether online or in the physical store (omnichannel). They allow advertisers to reach the customer at the "moments of truth" (online or physical purchasing moments), offering advertising formats that are highly relevant and contextual. Investing in Retail Media is gaining high-value visibility into your consumers. #RetailMedia #LATAM #DigitalStrategy #DigitalAdvertising #CommerceMedia #FirstPartyData #ROI

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Back in October 2024, we were staring down the biggest challenge in the history of IPG Mediabrands Latam: almost half of our billings across Latin America were under review. Every pressure point came together at once. The stakes couldn’t have been higher. But instead of backing down, we leaned in with strategy, yes, but also with belief. We saw it not only as a challenge, but as a chance to reshape who we are and how we lead. 1️⃣ At the same time, we began our global transformation at IPG Mediabrands from within. We moved to a craft-led structure, placing capabilities + AI + human ingenuity at the core. Not just a new model but a new mindset, focused on delivering smarter, faster, more impactful outcomes for our clients. 2️⃣ In the midst of it all, I stepped into the role of CEO for Latin America. Leading through this level of change wasn’t easy, but I wasn’t alone. I had the privilege of working alongside some of the most talented and committed people I’ve ever met. 3️⃣ And just as we were navigating all of this, IPG and Omnicom announced the biggest deal in our industry’s history, setting the stage for a global shift. 4️⃣ Fast forward almost 12 months — though it felt like a decade — and here we are: 1️⃣ We didn’t just hold the line. We retained 100% of our clients, and we grew, winning iconic brands in most of our markets. 2️⃣ Our craft-led structure is delivering, evolving, and proving its value to our clients every day. 3️⃣ I feel more energized and more excited than ever for what’s ahead. 4️⃣ The IPG + Omnicom deal is close to finalizing, bringing with it the opportunity to combine scale, technology, and the best talent in the region to create something truly unmatched. None of this would have been possible without our people, the global and regional team who never stopped pushing forward. Our market CEOs, whose leadership inspires daily. Our agency and business unit teams, delivering at the highest level in every market. And our back-office teams, the backbone of our operation. To our partners: thank you for being part of the ride. To our clients: thank you for your trust, for pushing us, and for believing in the people behind the company. We’ve come a long way, but this is just the beginning. Onwards. 🚀

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We just published a new piece on trust and Latino audiences, based on what we’ve been seeing in the work and in conversations with brands. 🔗 The Trust Gap: Why Latino Audiences Evaluate Brands Differently bit.ly/latinotrustblog

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Learn how to map your competitors for smarter product, marketing and growth strategy. Free guide from Disruptors Co. Download the DH24 handbook (link in the comments)

Mexico has a highly developed customer loyalty market, and this new report from The Wise Marketer Research & Advisory provides a comprehensive view of consumer opinions on what's popular, working and driving growth. It's a very noisy world and opinions are everywhere. Research is the fuel of reliable, valuable opinions. Form your opinions and build your strategies on the solid foundation of quantitative research.

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